Blog:Press Releases - we love them because we hate them

Many of you will already know the fun we here at just-drinks get ploughing through your press releases – a snip here, a snip there, it’s all fun, fun, fun.

The first thing we do is pull out the adjectives because, by golly, if we were to describe one of your competitor’s products as “delightful”, “delicate” and “de-lovely” (I’ve seen it once), then you’d never believe another word we type. Then, we look at trimming sentences down into bite-size chunks that you could read out loud in one breath. Finally, we look at boiling the details of the release down to the facts and discarding the whimsy.

But sometimes, I believe, a release should be left as is – here are some excerpts from one such release.

Herschelle Gibbs of South Africa today (16 March) achieved the remarkable feat of hitting six ‘sixes’ in a single over against the Netherlands, and in so doing earned a US$1m donation that will be awarded to Habitat for Humanity thanks to Johnnie Walker the world’s best-selling brand of Scotch whisky and an official sponsor of the ICC Cricket World Cup 2007.

“It’s just a marvellous achievement. For Johnnie Walker to come up with the $1m ‘Six Sixes Challenge’ certainly acted as a huge incentive to the players,” exclaimed Sir Vivian Richards. “Herschelle Gibbs was one of the players who I thought could achieve the feat and I’m delighted he’s done it.”

It may not be scientific, but the third Monday in January has been coined 'Blue Monday' - the most depressing day of the year. Dreamed up in the UK by a psychologist commissioned by a holiday company ...

You are agreeing for just-drinks.com to send you newsletters and/or other information about our products and services that are relevant to you by email.
Clicking above tells us that you're OK with both this and with our privacy policy, terms and conditions and cookie policy.
You can opt out of individual newsletters or contact methods at any time in the 'Your Account' area.
We'll only keep your data for as long as you choose to receive information from just-drinks.